Business Directories

Hyundai goes all-out for new Centennial

Dubai, May 7, 2013

Hyundai Motor Company has linked up with one of the world’s leading artists, Philipp Weber, to produce a unique series of pictures depicting the company’s luxury flagship sedan, the new 2014 Centennial.

The project, which took six months to complete, forms the subject of a captivating advertisement that is currently airing across the Middle East, a statement from Hyundai said.

Tom Lee, vice president and head of Hyundai Middle East HQ, said: “This collaboration represents the latest step in communicating the principles behind our brand direction of ‘Modern Premium’, and builds on our tie-up with the world-renowned designer Hermes and the Centennial at the recent Seoul Motor Show.”

“This project also exemplifies our brand slogan ‘New Thinking, New Possibilities’. We hope that everyone in the Arab world enjoys our new advertisement and appreciates the amazing art that Philip Weber has produced.”

Weber focused specifically on features that help the Centennial stand out from its rivals. These include the front headlight, head-up display, TFT cluster supervision cluster, wing mirror and rear headrest, screens and seats. The series of images is rounded off by a full exterior picture, the statement said.

The advertisement, which was shot in Berlin, Germany, shows the process by which Weber recreated key aspects of the Centennial through a series of seven paintings. Set to the soft tone of piano and string instruments, it concludes with an overlap between Weber’s paintings and the actual Centennial. It is currently being shown on a number of TV channels in the Middle East.

German-born Weber is a world-renowned artist in a new genre of painting called hyper-realism. Normally he specialises in depicting humans, which are considered the most difficult subjects to paint realistically.

With his signature style, Weber created seven paintings of the New 2014 Centennial conveying a sense of realism that can only be matched by photography, it said.

The New 2014 Centennial was launched earlier this year, enhanced and refined in line with Hyundai’s brand direction, ‘Modern Premium’. It offers more luxury, comfort and technology than ever before, with genuine leather and real wood panelling as well as a wealth of technology, including a full colour head-up display, 12.3-inch TFT supervision cluster and blind spot detection system. – TradeArabia News Service